Toy Fair has confirmed that Hit Entertainment will be sponsoring the visitor entrance for the 2010 event.
The foyer area at Olympia's Grand Hall will be branded with Thomas & Friends imagery in celebration of the property's 65th birthday.
The show is broadcast in more than 185 territories in 30 languages around the world. In the UK, Thomas & Friends airs on Five's Milkshake block and Nick Jr. A new CG-animated TV series is due to launch in January 2010.
In addition, to the Thomas branded entrance area, Cartoon Network and Bandai will be sponsoring the visitor bags for 2010.
"Sponsorship at Toy Fair is a fantastic opportunity for companies that are connected to the toy industry, but who would not naturally exhibit at the event to still reach the thousands of key players in the UK toy, game and hobby market who attend," explained Simon Pilling, event manager.
"The entrance hall and bags may have been snapped up already, but a handful of high profile promotional opportunities remain, for example the Toy Fair lanyards, You Are Here boards, fair planner and Industry Awards."
Toy Fair 2010 will take place from January 26th to 28th at Olympia's Grand Hall, London. Online registration is now open here.